Marketing 2.0 vs. Marketing 1.0 (part 1)

The Marketing 2.0 community has concluded that Marketing 1.0 is history, and suggested that companies should embrace this welcomed change, and take advantage of this opportunity to save money on marketing expenses by using free marketing tools that are available online.

The Marketing 2.0 community’s claim is that Marketing 1.0 uses outdated marketing techniques (i.e. direct mail, TV ads, etcetera) to generate leads and sales, which end up interrupting their clients by cluttering their favorite TV show with unwanted ads.

They argue that this type of interruption is ineffective, and in fact, for the most part, a waste of marketing money.

Is it really true? Is Marketing 1.0 techniques ineffective, and outdated? Do we really not need TV ads to promote our products? Sure, it is much expensive, but are all TV ads the same?

My answers are No, No, Maybe and No, respectively. Allow me to elaborate by conducting a short experiment with you.

For this experiment I will use six companies. These companies may or may have not used TV ads before, but for the nature of this experiment lets assume they all did.

List of companies:

  1. Tide Detergent
  2. Apple
  3. Marcy’s Supermarkets
  4. Twitter
  5. Microsoft
  6. Facebook

Ask yourself this, for which of these six companies would you undo the mute function, and spend the 30 seconds to watch the ad? You can write your answers in the comments section, but in the meantime let me give you my answers.

My choices are Apple, Twitter and Facebook (I am sure you are not surprised). Why? I will choose Apple to answer why, and I do it because they are the only company (so far) among these 3 finalists who actually used TV ads to introduce their products (Notice I write introduce, and not promoting even though technically it is promoting).

Months prior to Apple launching the iPhone, there was a lot of “buzz” in the Marketing 2.0 community. Bloggers were taking pieces of information from the web-sphere, and used them to write long articles about how they think the new phone from Apple should and will look like. There was a lot of uncertainty among Apple fans, which created a lot of high and low expectations.

Finally it arrived, and Steve Jobs introduced the new iPhone to the world in Apple’s annual media event that takes place every September.

A few days after this introduction we started watching TV ads on our TV screen introducing the iPhone. Now, answer these two critical questions. Did you watch? If so, did you undo the mute function on your TV? I can tell you that I did.

So it seems, after all, that Marketing 1.0 techniques are not outdated, and in fact have their place still in the new era of Marketing 2.0. The question remained is how do we integrate the two eras of marketing to create a strategy that effectively uses both Marketing 1.0 and Marketing 2.0 techniques?

This concludes part 1 of this article. On part 2 I will attempt to illustrate the strategy that I think is one that might answer this question.

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